Greystripe

Mobile Advertising Insights Report:

The iPhone Mom
Q3 2009

Date Published: October 2009

Author: Katie Berk
Marketing Manager
Phone: 415 651-2661
Fax: 415 651-2651
kberk@greystripe.com
Table of Contents
TABLE OF CONTENTS......................................................................................................................................2
SUMMARY ...........................................................................................................................................................3
THE DATA ...........................................................................................................................................................3
WHO IS THE IPHONE MOM?............................................................................................................................4
HOW DOES THE IPHONE MOM USE HER PHONE? ....................................................................................7
CONSUMER DEMOGRAPHICS: IPHONE AND IPOD TOUCH USERS .......................................................9
ABOUT GREYSTRIPE..................................................................................................................................... 13

2 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

Summary
During the third quarter of 2009, Greystripe did an in-depth exploration of our iPhone users, focusing
again on the “iPhone Mom”. In the past, this has not been a group that advertisers could readily reach
through mobile applications as they tended to be late adopters. However, the iPhone has greatly
altered the mobile application user demographic and many new demographics can be reached
through in-application mobile advertising. For example, the iPhone Mom is now a common and active
mobile application user. This demographic is particularly interesting to advertisers as iPhone Moms
are the dominant purchasing decision makers for households with several consumers. This report
looks at both the demographics of the iPhone Mom and how she uses her iPhone for day to day tasks
like shopping.
We also examined the differences between the iPhone and the iPod touch user. We offer targeting to
our advertisers based on age, gender, location, and device; and while advertisers already have a
strong understanding of when they want to use the age, gender, and location targeting, targeting by
device is not as well understood. In order to take full advantage of device targeting, we continue to
collect specific audience information about iPhone versus iPod touch users which is included in this
report.
And, as always, we continue to closely monitor our users and study how they interact with our rich
media advertising formats. Greystripe believes understanding the mobile audience is key to the future
of the mobile advertising industry. In order to continue to grow the free, ad-supported model in mobile,
advertisers need the same key audience and engagement metrics that have been applied to other
mediums. These benchmarks create successful campaigns which in turn drive a long term
commitment to mobile advertising. As the leading rich media and brand mobile advertising network,
Greystripe is committed to providing ongoing data to the mobile industry and to advertisers about
users of free mobile content.

The Data
This report is based on data gathered from Greystripe users during the third quarter of 2009 (July 1
through September 31). Statistics are based on surveys run in our network during this time period.
The sample size is specified for each of these questions. All of the surveys were conducted internally
this quarter. Unless otherwise stated, all data is based on our U.S. iPhone and iPod user base.

3 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

Who is the iPhone Mom?
AGE
86% of iPhone Moms are between 25
and 54.

HOUSEHOLD INCOME
71% of iPhone Moms have household
incomes between $32,000 and $165,000.

RACE
iPhone Moms are 7% more likely to be
African American than the rest of the
iPhone user base, but 5% less likely to
be Hispanic.

4 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

EDUCATION
80% of iPhone Moms have attended at
least some college with 4% more
receiving a Graduate degree than the
rest of the iPhone user base.

PURCHASING DECISIONS
96% of iPhone moms are involved in
their household purchasing decisions,
with 40% being the sole decision maker.

NUMBER OF CHILDREN
The iPhone Mom has children of all
ages.

5 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

AGES OF CHILDREN
The iPhone mom has children of all
ages, though they skew slightly older.

6 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

How Does the iPhone Mom Use Her Phone?
DO HER CHILDREN USE HER
PHONE?
59% of iPhone moms let their kids use
their phone.

WHAT ROLE DOES THE

PHONE PLAY IN SHOPPING?
79% of iPhone moms use their phone for
shopping related activities, including 60%
who use their iPhone to locate the
nearest store.

DOES SHE USE HER PHONE

AT THE GROCERY STORE?
42% of iPhone moms use their phone at
the grocery store, with keeping track of
the grocery shopping list being the most
common activity.

7 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

WHAT TYPES OF APPS DOES
SHE DOWNLOAD?
The iPhone mom downloads many types
of apps, but games and entertainment
apps are the most popular with 94%
downloading apps in this genre.

8 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

Consumer Demographics:
iPhone and iPod Touch Users
iPhone iPod

DEVICE
BREAKDOWN
68% of our audience
uses the iPhone,
while 32% use the
iPod touch.

AGE
BREAKDOWN
iPod touch users
skew younger with
56% below the age
of 25, compared to
17% of iPhone
users.

GENDER
DISTRIBUTION
Both devices have
an attractive balance
of male vs female
users.

9 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

 iPhone iPod

EDUCATION
LEVEL
iPhone users tend to
be more educated
with only 17%
having never (or not
yet) attended
college, compare to
almost half of iPod
Touch users.

INCOME LEVEL
IPhone users tend to
have a slightly
higher income than
iPod touch users.

PURCHASING
DECISION
MAKER
iPhone users are
26% more likely to
be involved in
household
purchasing decisions
than iPod Touch
users.

RACE
iPhone and iPod
Touch users have a
similar breakdown
by race.

10 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

 iPhone iPod

WHAT IS
IPHONE USED
FOR
Entertainment
activities are the
most common
among both iPhone
and iPod Touch
users.

TYPE OF APPS
DOWNLOADED
Games and
entertainment apps
are the most
downloaded
category on both
devices.

WHAT ROLE
DOES THE
IPHONE PLAY
IN SHOPPING
iPhone users are
15% more likely to
use their device for
shopping related
activities.

HOW DO THEY
LEARN ABOUT
APPS TO
DOWNLOAD
Both user bases
learn about new
apps from a variety
of sources.

11 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

 iPhone iPod

HOW IS THE
PHONE USED
AT THE
GROCERY
STORE
iPhone users are
17% more likely to
use their device at
the grocery store.

NUMBER OF
CHILDREN IN
HOUSEHOLD
iPhone uses are
11% more likely to
have children.

DO THEIR KIDS
USE THEIR
IPHONE
Of users with
children, 52% of
both groups let their
kids use their device.

AGES OF
CHILDREN
Of users with kids,
both groups have
children of all ages.

12 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.

About Greystripe
Greystripe is the rich media advertising platform for mobile. Greystripe's product suite enables brand advertisers
to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by
serving ads through their application, and consumers to use high-quality games and applications for free.
Greystripe’s in-app advertising system is protected by a broad array of patents pending and currently serves ads
into more than 1000 application titles from over 400 publishers supporting over 1,400 handset models.
Greystripe reaches millions of mobile application users by powering over 180 Catalog distribution partners,
through its online portal GameJump.com, on the mobile Web at wap.gamejump.com, and through the iPhone
Appstore. Greystripe was named a one of the 10 Most Innovative Companies in Gaming by Fast Company in
2009, an AlwaysOn Global 100 winner in 2008 and 2009, Red Herring Global 100 winner in 2007 and the Under
the Radar Best in Show: Mobility winner in 2006. Greystripe also recently won the 2009 CTIA Emerging
Technology Award for Mobile Marketing/Advertising. Visit Greystripe at http://www.greystripe.com.

13 of 13 | Copyright © 2009 Greystripe, Inc. All rights reserved.